20世纪90年代,学者开始关注旅游形象屏蔽现象,重点研究被屏蔽区域如何定位问题。温泉旅游目的地共性大、独特性小,在对客吸引半径上有其特殊性。结合旅游形象屏蔽机理,考虑温泉旅游目的地特殊性,对其旅游定位,目前鲜有学者研究。广西象州温泉历来享有“中南第一泉”之美誉,历史悠久、泉水质优良,但目前开发程度不够,且受到来自周边龙胜、嘉禾城、九曲湾等温泉形象屏蔽。本文立足温泉旅游地形象定位特殊性,结合象州温泉实际,尝试对其旅游形象定位,并设计旅游视觉识别系统。 In the 1990s, scholars began to pay attention to the phenomenon of tourism image shielding, focusing on how to locate the shielded area. Hot spring tourism destination common large, unique, in attracting passengers on the radius of its particularity. Combined with the tourism image shielding mechanism, taking into account the special nature of hot spring tourism destination, its tourism positioning, few scholars at present. Guangxi Xiangzhou Hot Spring has always enjoyed the reputation of “First South-Central Spring,” and has a long history and good spring water quality. However, the current development level is not enough and it is shielded by hot springs from surrounding Longsheng, Jiahe City and Jiutang Bay. Based on the particularity of hot spring tourism image localization and combined with the actual state of Xiangzhou Hot Spring, this paper attempts to locate its tourism image and design a tourism visual recognition system.